Dole is using a sad teddy bear to raise awareness of child hunger

Campaign by St Luke's highlights the brand's donations to families in need

Published On
Dec 09, 2020

Editor's Pick

A holiday campaign by Dole Packaged Foods poignantly uses teddy bears to illustrate its point about children going hungry this season.

The 30-second spot, the first global work created for the food company by St Luke's, first shows happy plush teddy bears with rounded bellies sitting in high chairs. But it ends with a noticeably thin teddy bear sitting forlornly on the stairs and the message that one in five children worldwide will go hungry this Christmas. 

The campaign, running on online video and social media, is a call to action to Dole's donation campaign for families in need; viewers are encouraged to make a monetary contribution via Save the Children. In addition, Dole Packaged Foods will also support families in the U.K. with product donations to charities FareShare and St. Mungo’s.

“Through a universal childhood icon — the teddy bear — we are living our purpose, raising awareness about the affordability and accessibility of proper nutrition and helping those in need today,“ said Isabelle Spindler-Jacobs, managing director, Europe, Dole Packaged Foods. “Through the Dole Promise and these tangible actions, we are taking steps toward systemic change on these issues critical to our future.”


Dec 09, 2020
Client :
Dole Packaged Foods
Agency :
St. Lukes
Executive Creative Director :
Richard Denney
Creative :
Howard Green
Creative :
Darren O’Beirne
Creative :
Philip Meyler
Creative :
Darren Keff
Agency Producer :
Andrew Thorne
Agency Producer :
Roy Hyndman
Managing Director :
Ed Palmer
Chief Strategy Officer :
Dan Hulse
Account Director :
Rob Evans
Agency Planner :
Tara Ellis
Production Agency :
Tag Collective Arts
Business Director :
Tom Bird
Media :
Spark Foundry
Media :
Media :
Media :
Handsome Panther
Film Director :
Amy Becker Burnett
Producer :
James McLaughlin
Director of Photography :
Joe Douglas
Editor :
Pete Hills
Post Producer :
Andy Salem
Post Producer :
Andy Salem
Post Producer :
Nick Foote
Colorist :
Jonny Tully
Sound Engineer :
Scott Little
Music :
Bird Brain
Music Producer :
Jake Buckley
Composer :
Frederico Solazzo
Senior Project Manager :
Ridhi Amin
Digital Director :
Sena Verdi
Senior Designer :
Rachael Nichols
Senior Developer :
Konrad Pichalski
Production Company :
Taylor James Interactive

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